G LION GROUP Announces New Brand Strategy on 40th Anniversary

G LION GROUP (GLION GROUP, Location: Kobe City, Hyogo Prefecture, Representative: Hidetake Kikuchi) has announced its new brand strategy. Concurrently, a new CI and new brand site have been released.

About the New Brand Strategy

Since its founding in 1986, GLION GROUP has grown with the mission of delivering inspiration to customers, centered on its authorized dealer business for imported and domestic cars, including BMW, spanning 34 brands. This year, as the group marks its 40th anniversary, GLION GROUP is moving to a new corporate stage. Building on the "service quality that delivers joy and inspiration to customers" honed through its automotive and various service businesses, the group will redefine all its businesses as "customer experiences" and declare its evolution into a "company that designs rich experiences."

Six Experience Domains "Our Experience"

Under the new brand strategy, GLION GROUP's consumer-facing brands and businesses will be reorganized and defined into six experience domains from the perspective of "rich experiences delivered to customers."

Our Experience

1. MOBILITY BRAND & SERVICE (Mobility brands and service businesses, etc.) 2. HOTEL & RESTAURANT (Hotel and restaurant businesses, etc.) 3. BRIDAL & JEWELRY (Bridal-related businesses and jewelry, etc.) 4. ART & CULTURE (Traditional crafts and cultural businesses, etc.) 5. LIFESTYLE (Manufacturing and sales of food, alcoholic beverages, daily necessities, etc.) 6. JOURNEY EXPERIENCE (Travel experience businesses using yachts, marinas, and hire cars, etc.)

About the New CI

In conjunction with the formulation of this brand strategy, the logo used for 13 years has been updated and rebuilt as a new CI. The new CI is designed with the concept of "fusing the values of tradition inherited by the group with modern values looking towards a new world, to deliver sophisticated and rich experiences." While inheriting the DNA of history and trust held by the previous logo, it visually embodies the group's evolution and aspirations for the next 40 years. Additionally, the group wordmark representing the entire group will also be updated to harmonize with the design of the new CI.

New Corporate Wordmark

New Brand Symbol

New Group Wordmark

New Brand Site

https://glion.co.jp/

Comment from President Hidetake Kikuchi

For 40 years since its founding, GLION GROUP has been delivering joy and inspiration through automobiles, while staying close to our customers' daily lives. The path we have taken with over 5,000 colleagues, with the authorized dealer business for imported and domestic cars as our core, is entirely thanks to the support and trust of our customers. In this milestone year, we are setting forth a new vision. Going forward, GLION GROUP will further expand its "ability to deliver high-quality experiences" cultivated in the automotive business, and become a company that engages more deeply and richly in our customers' lives across six experience domains: Mobility, Hotel & Restaurant, Bridal & Jewelry, Art & Culture, Lifestyle, and Journey Experience. For the next 40 years, we aspire to remain a company that faithfully responds to our customers' expectations and trust, and we will advance as a united group.

Comment from Group Creative Director / Archicept City CEO Junji Muroi

With the rapid advancement of technology, efficiency is demanded in all services. However, I believe that precisely because of such times, the value of "experiences that resonate with the senses and remain in memory" that touch people's hearts will stand out more than ever. The brand promise "Life in Resonance." embodies the idea that the customer's senses and the experiences delivered by GLION GROUP will resonate with each other, richly coloring their lives. The new logo and brand world are shaped by modern aesthetics and a future-oriented will, while inheriting the history and trust that the group has cherished. We want to deliver this new story to many people – a story of a company that enriches people's lives through experiences where senses resonate.

GLION GROUP's 40-Year Journey

Since its founding in 1986, GLION GROUP has developed a wide range of automotive-related businesses both domestically and internationally, centered on its authorized dealer business for imported and domestic cars, including BMW. In recent years, driven by the desire to "deliver more satisfaction to more customers," the group has expanded its business beyond automotive-related fields into diverse experience domains such as dining, accommodation, bridal, lifestyle, culture, and travel. Moving forward, as a company that stays close to our customers' lives and delivers rich experiences where senses resonate, GLION GROUP will continue to create unique value.

<Company Overview>

Founded: March 1986

Head Office Location: G LION Awa-s Building, 11-1 Shinko-cho, Chuo-ku, Kobe City, Hyogo Prefecture, 650-0041

Representative: Hidetake Kikuchi, President and Representative Director

Group Employees: 5,792 (as of March 2026)

Group Companies: 163 (as of March 2026)

Group Locations: 503 stores (as of March 2026)

Fiscal Year 2025 Sales: 462.8 billion yen

GLION GROUP HP